Category Archives: aprenda inglês

Webinar: one of the most powerful tools to close a deal.

Posted on by under andragogy, aprenda inglês, Aprender línguas estrangeiras, edtech, education, language, marketing, Presentation skills, sales training, training, webinars

Webinars have been around for a while now, and, therefore, they’re not considered the sexiest media by marketers any longer. It comes as a surprise, though, that, among the social media available, they are demonstrably the one that brings in the most number of conversions and sales. Pretty sexy, in my opinion, huh?

Webinars are a social medium, because, just like Twitter, Facebook or Instagram, they boost the creation of a community and generate a lot of interaction between the participants. The sessions themselves have a limited length of time– 75 min is the usual – but, just like a live in-person event, they bring people together who can then sign up for your company’s website or Facebook fan page and become a member of a community just like any other.

Most webinars are done live, although, depending on the software or service you choose to use, the session can and should be recorded for later viewing, in case some of the participants cannot make it at a certain time of the day.

I remember the first time I ran a webinar – facilitating the presentation of famous authors of a publisher I used to work for – with the objective of educating the participants on the new methodology of the English language teaching material we were launching, and, as a consequence, selling the material to the school or teacher who might feel it fit their needs. Being the first time on my own, I was kind of nervous, but then I relaxed and started to have a good time myself. The speakers, at first, were a bit stiff themselves, but then they got in the mood (of course, we all had rehearsed and had been carefully trained many times before) and the session was as a huge success.

Customers watching a webinar

Customers watching a webinar

There are basically three phases to a webinar: the promotion, the session itself, and the follow-up. If all these phases are implemented properly and carefully, the event will go as smoothly as it should, otherwise the session will flop, and the conversion rates and sales results will be disappointing. After all, a webinar is like any other marketing tool for collecting leads and selling the product. Some webinars are so powerful that the conversion from prospect to lead to buyer occurs during the session itself, and the client either makes the purchase online after the webinar or requests the visit of a rep to complete the process. Let’s talk a little bit about each of the phases of a webinar:

The Promotion: creating the buzz

After deciding on the best webinar provider for your company and having had extensive training on it, organize your first event. This does not differ much from how you promote your live in-person conferences, except for, in your communication with the customers – be it online (email, banners, Facebook posts); print collateral/invites that your sales people will hand out to VIP clients; or even phone calls – make sure to reinforce the main advantage of the webinar: the customer will be attending a high-quality session and interacting with people from all over the world from the comfort of their own home or the desk chairs in their office. Many clients still resist the concept of webinars initially, as they will have never taken part in one. Even the reps, if not properly trained, can damage your effort by not explaining to the customer the value of attending a session under these ideal conditions. All the clients need is a computer with an Internet connection. Remember to send out invitations to the event a least 30 days before the session, and be prepared to send two or three reminders afterwards if you feel the registration is low. By the way, make the registration process very simple (ask only for their names and email addresses). You can add more details about them later.

The session and its different parts

When the great day arrives, make sure you, as the facilitator, and the speakers, who will probably be in different parts of the world, get together online at least 30 min before the session starts in order to run some technical tests of sound and image and make sure everything is in fine. There are always some customers who arrive early, either because they are excited, or because they themselves want to make sure they can get in easily. Greet these people warmly, explain them that the session will start in X min (remember they might be in very different time zones) and ask them questions such as how they found out about the session, where they are watching it from, are they alone or with other people, etc., to warm them up. The webinar provider usually has a forum section (or chat room) where the participants can chat with each other by entering their questions, answers and comments in writing. So expect a lot of interaction among them even before the session starts.

When the time is right, introduce the speakers, present the agenda of the webinar (it is a great help for the audience to know what is going to happen, so show a slide with bullet points telling them the plan). In the phase of the preparation for the webinar, ask the speakers if they would feel comfortable telling a story related to the content they will be presenting to open the session. We love stories and this is a great way to break the ice. Of course, the story ideally tells of a problem and its solution – which will be the product/service you are promoting. The speakers mustn’t make it too long, as some attendees will want them to jump straight into the content itself.

Then the speakers start the session per se. If the speakers decide to make it more interactive – which I strongly recommend – they should ask questions during the presentation and teach the audience how to react by using the different buttons available on the dashboard on their end of the interface of the webinar provider: they can say YES/NO, they can insert emoticons in the chat section applauding a point the speakers made, or laughing at one of their jokes. They can also make comments in the chat section. They love it.

When you finish the content part of the session, you or your speaker need to put on your sales hat, and smoothly, transition to a sales close. Ask if they liked what they heard so far, if they have any questions and whether they are ready to purchase it. This is called CLOSING in sales, and you need to do that, if you are using the webinar for business. Afterwards, set up a quick Q&A slot: 15 min max. They can ask questions about anything: the content of the session or the product/service itself. Some will buy on the spot, others will need more time to think about it. Fair enough. For those who need more time, you will establish the third phase of the webinar:

The Follow-up

Both live in-person events and webinars need to pull the prospects along the sales funnel leading them to make a purchase. After the even,  you will hopefully have many converts, but they need to actually take the action of buying your offer. This third phase is essential: your reps could schedule a demo at their office to continue the conversation; you could set up an email marketing campaign highlighting the benefits of the product and expanding on what was not said during the webinar; you can send them more info via an ebook or brochure. However, don’t lose track of the participants of the webinar. Make sure they join your community (website, blog, Facebook fan page, etc). Otherwise, you will be just wasting your time as a business person.

There is a lot of info about webinars on the web and many tips on how to conduct them. The more you read about these sessions, the more confident you will become to start producing them. They are very effective. Don’t miss on this opportunity to close deals.

Au revoir.

Jorge Sette.

 

 

 

 

How to Train Adults Effectively

Posted on by under aprenda inglês, Aprender inglês, Aprender línguas estrangeiras, Aprender português, Career advice, edtech, Ensinar com Arte, instructional design, language, Presentation skills, sales training

You may have heard the term ANDRAGOGY. No, it’s not something you need to treat and there’s no need to be scary if you find out your husband is into it. It’s simply the word we use for “pedagogy” when the learners are not children.

Although there are many overlaps between the processes of teaching adults and children – they both love learning through playing, for example – there are some differences too. And those differences must be taken into consideration, if you are designing a course or training session for your employees, or other adult participants.

Some of the differences, established by Malcolm Knowles, an American Adult Educator of the XX century, are, for example, adults need to know why they are learning; adults wish to take responsibility for their learning, so they should contribute and take active part in the process; they have already a wealth of experience to build on and the new items to be learned (knowledge, skills, or attitude) will add to their baggage; the purpose of learning must be objective and perceived as relevant, which is, to help them with their lives or give them pleasure; they are more willing to learn things that meet a specific need or desire; they are more likely to be moved by intrinsic motivation (self-steem, for example) than extrinsic (rise in salary, promotion, relocation, etc).

Having established these basic differences, we must also add that both kids and adults have, individually, different learning styles (visual, auditory, kinesthetic), and some are more likely to use either the more analytical (left) or the more creative (right) side of the brain. These individual differences must also be taken into account when you design and develop a training course. I know, you must be thinking by now that, unless you are a teaching on a one-to-one basis, you can’t possibly cater for all these needs and idiosyncrasies. The good news is yes, you can. Let’s list here the basic steps you should take in putting together an effective training course for a group of adults. I will be using examples from a very successful course I created while I ran a consultancy service called Tutor in the mid-nineties, The course Pronunciation for Brazilian Teachers of English attracted hundreds of teachers every time it was offered at different venues and times all over the country. Sometimes these were open events, for which any teacher could sign up. Other times, these were tailor-made or adapted modules for specific schools as a service for their teachers.

Training adults effectively

Training adults effectively

Obviously, it’s not possible to cover all the details of a well-designed and implemented training course in the space of a blog post. This is not my intention. But I promise to come back to the topic periodically as you ask questions and comments on this overview of the mains steps I give you below:

1. Needs analysis: being a Brazilian teacher myself, I identified very early on that most teachers in the country had a huge gap in the knowledge and practice of pronunciation. They spoke English – some better than others – but very few had actually learned or knew explicitly about the different phonemes of the language or the mechanics of pronunciation. Many were not familiar with concepts such as stress and intonation either. Therefore, most of them, in their classes, tended to skip teaching the coursebook sections that dealt with these areas of the language. The famous English phonemic chart you can find on a number of websites, DVDs, or apps today was not so easy to access back then. So this was a big opportunity for me to start a business and help the teachers. On the other hand, when I gave tailor-made courses at specific schools, I had to unearth the real needs of the teachers and how much they already knew about the subject, so I could adapt the off-the-shelf course I’d already put together. In these cases, you do your research through oral interviews with prospective participants and supervisors, through written questionnaires, through focus groups or by watching some of the teachers at work.

2. Design: now that you know the participants’ needs, you must define how the course is going to be delivered: is it going to be presential, done via a webinar or blended? In addition to that, you need to determine and write down the learning objectives of the course. What is expected from the participants in terms of performance as they finish the training session? What is going to change?  Of course, the clearer you state these objectives, the more effectively you will create and apply the materials you are planning for the course. A typical objective would be, for example, by the time the teachers finish this first module of the course they should be able to recognize and reproduce (orally and in writing) all the individual symbols that represent the phonemes of the English language and use them in clear contexts (as in specific words). You will notice that the objective follows the popular formula S.M.A.R.T (specific, measurable, achievable, relevant and time-bound).

3.  Development: this is the hands-on phase of the process, when you are going to create all the different materials that will compose the course and help you impart the content of the sessions (deductive approach: lectures), or lead the students to discover parts of it by themselves (inductive approach, discovery), and finally practice and discuss the learning points. Remember you are creating a course for a number of individuals with different types of learning styles, tastes and ways to use the brain. So variety is the key. Always start with a relevant icebreaker or energizer to create an atmosphere conducive to learning and give the participants a chance to get to know each other from the beginning. Believe me: these warm-ups will make your job a lot easier later on. Especially if they are thematically linked to the topic of the course. Keep the pace fast (that’s the rhythm most participants are used to in today’s hectic world and keep alternating and using diversified activities: short lectures with the help of visuals such as slides (note: even during these lectures, make the process learner-centered by getting them to participate actively, through questions, for example, or comments); games;  guided note-taking (students fill in the gaps of sentences previously written in the handouts;  physical activities (involving movement), pair work, group work, debates, etc. I know, it can sound a bit overwhelming. But it’s doable. Remember: the longer the course the more variety it requires and you will have more time to apply different activities to suit as many different learning styles as possible. If the course is short, or broken down into modules, you will have to prioritize.

4. Implementation: this is the great moment you and your trainees have been expecting. You are putting all your preparation in practice. if you have the chance to run a small pilot with a group of volunteers before that, fine, but most trainers cannot afford the time to do that. Try and include during the ice-breaker, or before that,  a moment when the participants will be able to express their expectations regarding the training. Of course if you did the needs analysis well, there will be no surprises here. But maybe you’ll have to make small adjustments to fit their unexpected hopes. Flexibility is an important characteristic of good trainers. Try to exercise it. As the session progresses and you get more comfortable with he group, allow for more participation,  become more of a facilitator to the process, call them by their names (name tags or desk tents with their names written on them are a must), and carry on making adjustments whenever needed, especially regarding the time each activity lasts. You may have to shorten an upcoming task if the current one drags for too long. Create a detailed schedule for yourself so you can keep track of how much time each activity should take. In long courses, things may get out of hand if you don’t stick to this timetable. Do not forget to have breaks throughout the course. Most people are fueled by caffeine these days or they need to stretch their legs  and walk around after long hours sitting down.

5.  Closing: at the end, allow time for feedback and final questions. You can devise interesting activities for that too. Ask questions about what they think should be done as a follow-up to the session. Or explain the follow-up plan you have already designed: job aids, individual couching, accompanied visits to clients, lesson-monitoring for feedback, etc.

You will not have to start from scratch every time you design a course. I used some of the materials and activities I created for my initial course for years, with small adaptations now and then, to suit different contexts or to update them. But it’s good to understand and go through the whole creation process a few times to make it fresh.

Training is a field that is growing and more professionals will be needed. If you are interested in it, start educating yourself: read as much as you can on the topic, follow blogs, enroll in training sessions as a learner, and participate in conferences. It’s a very hard and demanding job, yet very exciting and varied. Good luck.

Au revoir

Jorge Sette.

What’s so enchanting about THE CATCHER IN THE RYE?

Posted on by under aprenda inglês, Aprender inglês, art, culture, E-books, great novels, humor, Writing

“What really knocks me out is a book that, when you’re all done reading it, you wish the author that wrote it was a terrific friend of yours and you could call him up on the phone whenever you felt like it. That doesn’t happen much, though.” ― J.D. Salinger, The Catcher in the Rye. I beg to disagree with you, Holden. I don’t think writers will make the best friends. My advice is stick to their books and don’t try to get any closer. Writers in general are not the nicest people in the world, or the most social for that matter. There are exceptions, of course, but I believe most of them are quite happy writing in the isolation of their offices or country cabins, when they don’t decide to live romantically in Paris and write at a café. Many of them are also boozers and rude, and would most probably hate to have someone intrude upon their privacy.

Holden Caulfield is the main character of the ultra famous novel The Catcher in the Rye written by J.D. Salinger – a recluse himself –  in 1951. It’s a book hard not to identify with, especially if you are male and is or has been, at some point, 17 years old.

The Catcher In the Rye - Holden Caulfield by MelissaHatford

The Catcher In the Rye – Holden Caulfield by Melissa Hatford

I’ve read this novel three times so far, and the last time, a couple of weeks ago, already as a mature man, I found it even more meaningful and relevant than the first time I laid eyes on its pages a long time ago. Most people know the story. Deceptively simple and direct, it tells of a couple of days in the life of a teenager who gets kicked out of a fancy boarding school for having flunked all the subjects but English, and is sent home for the Christmas holidays. He leaves the school on a Saturday evening – he can’t wait to get out of the place –  although he is only expected at home in Manhattan on the following Wednesday, by which time his parents will have received the formal letter from the dean explaining his situation. Therefore, the reader is taken on a journey following the adventures and ramblings of this charismatic youth around the streets of 1950s’ New York for three whole days.

Despite the simplicity of the plot, written from the perspective and in the language of a typical teenager of the time (see the table at the bottom for some of the slang used in the book and its meaning), the story gets a fascinating and strong  grip on the reader. Holden comes across as a very sensitive, intelligent and generous kid – constantly wearing a stupid hunting hat – who is just going through a rough patch in his life, after the death of a younger brother. He is completely lost, lonely and depressed. Poignant and melancholic at times, the book is never sentimental, and, despite the subject matter, a lot of irony and humor underpins most of the character’s commentary and the events narrated during the time we are allowed to spend with him.

Holden is as a very cool youngster. Funny and sophisticated. A rich New Yorker, chain smoker and heavy drinker. Strangely, still a virgin. One of the funniest passages of the book depicts a meeting between the boy and a prostitute, set up by her pimp, the elevator guy in the hotel he is staying at. The act is not consummated, though.

He is undeniably weird – who isn’t at 17? –  spending, for example, a lot of time worrying about what happens to the ducks in Central Park when the small lake in the south part freezes over during the winter months. Do they remain there like the fish? Where do they go? Are they kept somewhere? He is so obsessed with this that he keeps asking cab drivers, out of nowhere, if they know the answer. These conversations are hilarious, as the drivers couldn’t care less, and don’t understand what this queer boy is hinting at. It occurred to me that there is a clear link between this image and what they used in the plot of the first episode of THE SOPRANOS, the TV show, when Tony’s panic attacks hit right after the ducks which mysteriously landed on his backyard fly away, leaving behind a sense of irreparable loss. I’m sure this was based on the book.

IMG_1811

Holden Caulfield (image created by Chat GPT)

Much of the charisma and warmth Holden exerts on us comes from the fact that he loves his little sister and admires his older brother, who’s a writer, although he thinks that he shouldn’t have gone to Hollywood to prostitute his talent writing for the movies. Holden hates the movies, another thing that makes him peculiar and interesting for a boy his age. The love and care for his sister are shown at different points in the book, and reaches its peak in a wonderful and metaphorical carrousel scene at the end – which I won’t talk about in detail to avoid spoiling it for you, prospective reader.

I enjoyed every page of the book, especially the nuanced way in which the character describes his relationships with dorm mates, colleagues, teachers and girlfriends. He is always either planning or actually calling people in the middle of the night, and these pained passages, emblematic of his loneliness and need for human contact, are paradoxically very funny, which only shows the talent and skill of the writer.

Unlike Holden, when I finished the book, I didn’t feel like calling and befriending Salinger, for the reasons I pointed out in the first paragraph of this text. But if I were still a teenager,  I would surely have loved to have Caulfield as one of my best friends. I would have to ask Tom Swayer and Huck Finn if he could hang out with us, though.

Au revoir

Jorge Sette

Glossary : THE CATCHER IN THE RYE (Wikipedia): “Critical reviews agree that the novel accurately reflected the teenage colloquial speech of the time. Words and phrases that appear frequently include:

  • “Phony” – superficial, hypocritical, and pretentious
  • “That killed me” – I found that hilarious or astonishing
  • “Flit” – homosexual
  • “Crumby” – inadequate, insufficient, and/or disappointing
  • “Snowing” – sweet-talking
  • “I got a bang out of that” – I found it hilarious or exciting
  • “Shoot the bull” – have a conversation containing false elements
  • “Give her the time” – sexual intercourse
  • “Chew the fat” – small-tal

Let’s corrupt the youth!

Posted on by under aprenda inglês, Aprender inglês, Aprender línguas estrangeiras, Arte, Career advice, edtech, education, language

They were right after all. We are seeing a comeback (were they ever really gone anywhere?) of some of the old theories about learning and how teachers should conduct their lessons. Edtech is making possible the practical application of the Socratic method, of Paulo Freire’s pedagogy, of Vygostky’s studies and experiments. All the other pedagogues who have advocated more direct involvement and participation from the students in their own learning are being vindicated and having their theories confirmed and validated.

Some of the methodologies we see in use today are becoming possible because of the realization of individualized learning. It boils down to a student facing her app alone in her bedroom to start with. And from there we can exploit the use of questions (Socrates) to lead that student further and further on the path to the right answer, or, even better, to her own answer in the case of a more abstract problem (such as moral, ethical or political issues); we can personalize teaching to make the context more relevant for each of the students, and therefore resonate with them (Paulo Freire); and we can flip our lessons, having students reconvene in class afterwards to cooperate in solving problems (Vygotsky), after having spent time alone in their homes doing research, reading, watching TEDs or other relevant videos on YouTube.

The Death of Socrates. Rosa, Salvator.

The Death of Socrates. Rosa, Salvator.

We have always known that personalization, cooperation and inductive approaches worked fine.  They have the power of grabbing the students’ interest and attention, keeping the findings longer in their memory. We’re clever teachers after all, we do our homework as well, we went to college and were fascinated by Plato and his dialogues, we felt invigorated by the potential and possibilities of the pedagogy of Freire; and we could easily see that pairing off weaker students with strong ones who would pull them along zones of proximal development made total sense.

But we lacked the means to make it happen. How to apply these exciting methods to classes of more than 30 students (or even more sometimes)? How can a single teacher dedicate enough time to the needs of individual students in these conditions? How much time is there outside the class for teachers to mark essays and homework, to create interesting lessons, to prepare the long  – and possibly very boring (for the students) – lecture to present on the following day?

The good news is things are changing. More and more, the new technology being created will allow us to go back to the masters and make the most of their wise insights and theories. Few teachers doubt that learning is up to the student. It’s their direct responsibility. Teachers are important channels and organizers of the different methods students will have to use actively themselves on their way to discoveries.

Let’s not be afraid of using apps, audience response systems, flipped classrooms and LMSs  in our schools to recreate the necessary conditions to hand learning back to where it belongs: the students! Socrates was sentenced to death for doing exactly that. They called it “corrupting the youth” back then. Well, “Toto, I’ve a feeling we are not in Kansas any more”. Let’s corrupt them!

NOTE: You might want to check out our eBooks available  from AMAZON.COM: 

TEACHING ENGLISH WITH ART: MATISSE.    Click here for more info: http://wp.me/p4gEKJ-1kP

TEACHING ENGLISH WITH ART: PICASSO.    Click here for more info: http://wp.me/p4gEKJ-1lA

Au revoir,

Jorge Sette.

What are your questions about the future of education?

Posted on by under aprenda inglês, Aprender línguas estrangeiras, Aprender português, art, businesstips, Career advice, E-books, edtech, education, Ensinar com Arte, Literatura

This is going to be an unusual post. We won’t be giving you any solutions, only problems and issues to consider. All of us who work in the field of education, either as teachers, school owners, publishers or booksellers are worried about the future of our business, or should I say, our mission. From the get-go, I would like to state my position regarding education, so it’s clear and can inform the vocabulary I might use throughout this post. I think of education as a business. Not just like any other business, but a very special and interesting one, as it is the source of human development and betterment. However, in a capitalist society, education is regulated by the same principles of supply and demand of all other businesses.

My objective in this post is simply to raise five of the questions I’m sure most of you share with me. I propose we start searching possible answers, reading up on the topics, and begin a debate on each of these issues. You are more than welcome to use this space (my blog LINGUAGEM) to share your views and ideas on the points listed below. My questions concern these following points:

The School of Athens (detail) by Raphael, 1509

The School of Athens (detail) by Raphael, 1509

1. Teachers. My first question is, of course, will we have a job in the future? As teachers, and other professionals of the education business – publishers, school owners and booksellers – I anticipate the answer will be yes (fortunately), but our jobs will change a lot. More and more the ball will be on our clients’ court (students and parents) and, as a consequence, we will have to adapt and try to reach them directly and on their own terms if we want to survive as professionals. They will have a strong say on everything regarding education: the kind of teacher they prefer, the methodology, the learning materials they will use, and how they wish to purchase them.

2. Methodology. What will be the most popular and preferred way of learning? We have always known learners have different leaning styles and are stronger and weaker at different forms of intelligence. One solution fits all will not do. Therefore, I suspect, we will see a lot of blended learning, with great variation on the percentage of online learning versus classroom lessons. Also, how much of this online learning will be self-learning or involve a tutor or teacher helping them out outside the classroom? In what situations will inductive/deductive approaches work best? The importance of learning pace is also another point to be considered: will these students require more individual lessons or profit more from a group learning environment? How much of the class will need to be flipped, when students deal with the theoretical points at home on their own and then come to class to solve practical problems, discuss doubts or simply apply what they learned in a more controlled environment.

 3. Learning Materials. I’m pretty sure print materials are on the way out, as ebooks can offer all the advantages of print ones, and a lot more. If we already prefer to read novels on the Kindle, what to say of the possibilities inbuilt in a multimedia biology or history educational kit, which will allow them to watch a living cell divide itself or a dramatized episode taken place during the Renaissance played out as a video clip at the click of a mouse. Gaming, in addition, will make learning a lot more active and interesting, stimulating parts of the brain a lecture could never achieve to do. However, there is plenty of room for variation within online learning. We need to consider, for example, the best length of video clips to make retention more effective; should each 5-min footage be stopped and followed by a short quiz? What works best: animations or reals actors? Could a simple replication online of an old-fashioned blackboard with a teacher writing on it and explaining the teaching point work? The latter is exactly what Khan Academy does: except that the teacher is exceptionally good and the classes work like magic! Have you ever had trouble with algebra or trig? Try the modules on Khan and you will enjoy the beauty and magic of concepts that seemed arid and boring when you were in high school.

4. Schools/Colleges. What kind of changes will brick-and-mortar schools have to go through to compete with online learning? Blending is the first thing that comes to mind. But if teachers won’t be lecturing and classes are really going to be flipped, what other kinds of special services could schools and colleges provide to attract and retain clients? It’s really exciting to think about this. The moment we understand better how our brains absorb and/or create knowledge, we may need to hire psychologists, speech therapists and neurologists as part of our regular staff to help our learners out and differentiate our schools from the competition.

5. Metrics. Adaptive learning. How are we going to measure and adapt our teaching to the specific needs of students? What international scales, tests and certifications can be created to align consistently the different approaches across different institutions and regions?

These are all very big questions and require a lot of studying and research before we can come up with the right answers. Besides, the process is really dynamic and won’t stop. It will continue evolving and throwing new lights on education and the learning process. These are really exciting times we live in if we are in the field of education.

My recommendation is start reading up and updating yourself as much as you can on what is going on in the field and start experimenting with new forms of teaching, writing, reading, producing and selling learning materials right now. We don’t want you to have to struggle to catch up.The future of education has already started.

I guess this is all for today. Don’t forget to share your views and make your comments about those topics as you leave this page. We’ll be delighted to read them.

Note: you might want to check out our new book TEACHING ENGLISH WITH ART: MATISSE   available  from AMAZON.COM as an ebook.  Click here for more info: 

http://wp.me/p4gEKJ-1kP

Au revoir

Jorge Sette.

 

 

5 Intriguing Business Lessons from Amazon’s Jeff Bezos

Posted on by under aprenda inglês, Career advice, content marketing, E-books, language, marketing, sales training, Writing

If you haven’t had the chance to read Brad Stone’s THE EVERYTHING STORE: JEFF BEZOS AND THE AGE OF AMAZON, reach out for your Kindle and download it right now. It’s an exciting account of the creation and development of Amazon into one of the most unique companies in history and the life of his peculiar founder Jeff Bezos.

IJeff Bezos and the Everything Store

Jeff Bezos and the Everything Store

Amazon.com started as an online book retailer and grew to become a company where you can purchase virtually anything, from apparel, to art to web services. It originated the concept of cloud computing service and was the first company, through the Kindle,  to turn online reading into a reality for thousand of hundreds of people on the planet. In addition, it claims it will be launching rockets into outer space soon.

If Amazon puts the client first – and, as customers,  you and I can certainly attest to that – working for Bezos looks like it’s not a lot of fun. Amazon is supposed to have all the depressing and Orwellian political atmosphere and red tape of huge corporations combined with the lack of resources of a startup. Many of his ex-employees are said to suffer from post-traumatic stress disorder, and the ones who remain there live under constant pressure and fear of getting fired before the end of the day. Bezo’s explosive personality is not very different from that of another difficult boss – Steve Jobs. It is kind of sad to think Nature tends to offset their kind of genius and creativity with a terrifying temperament and underdeveloped interpersonal skills.

Despite these drawbacks, you may find below a number of interesting lessons and facts about Jeff Bezos and his company. They are all based on info I got from the book. You may either try to apply them in your own business or, at least,  enjoy these points as mere trivia:

1. Monitor your clients more than your competition. Of course Amazon has always kept a close eye on Walmart, Apple, Barnes and Noble,  and Google – their main competitors. But he has always been much more likely to create or optimize processes that, rather than simply emulate these companies breakthroughs in terms of profitability, would actually benefit the client. For him, the client experience has always come first. Short term profit has always been an afterthought.

2. Frugality. Bezos is obsessed with simplicity and adept of an ascetic life style (in this he was not very different from Jobs either, by the way). He has always kept his staff on a very tight budget, cutting all kinds of extra costs with the aim of investing in the clients’ experience. His mantra was low prices everyday (just like Walmart’s), and he would go out of his way to make this happen, keeping his margins to a minimum or even giving them up altogether, such was his confidence in a business model that, if trusted by the client, would payoff in the future. Bezos would carefully  consider the need of every extra expense or cost and try to connect it directly to a benefit to the client. Lack of resources, according to him, would spur creativity and imagination from his staff.

3. You may learn more from fiction than non-fictional books. His favorite novel is Kazuo Ishiguro’s  The Remains of the Day. I was very happy to hear about this, as I love reading novels and this is certainly one of my all-time favorites. However, I don’t really think you can learn the hard facts about being an entrepreneur from the likes of Philip Roth or Machado de Assis. Fiction in my opinion will help you deal with the human side of business, and will probably keep you from having to resort to antidepressants when you struggle to work under bosses like Bezos, get sabotaged by coworkers or even fired.  But,  in my humble opinion, only the actual experience and the study of technical reading material will help you grow in your career. The most interesting thing about this aspect of Bezos’s personality  is  that his love for books boosted the launch of the Kindle, whereas Steve Job’s passion for music  – especially Bob Dylan’s and the Beatles’s – was a strong inspiration in his creation of iTunes. Do what you love and you are more likely to succeed.

4. Think very long term. Entrepreneurs need to persist in seeding. The payoff never comes immediately. Especially now, in this fast-paced, ever-changing technological landscape. Appreciate the little victories you achieve every day and fight on. Celebrate every little step towards a moving target you don’t even know if you will ever reach.

5. Be ruthless in the negotiation with your competition. For Jeff Bezos “win-win” was an unamazon way of thinking. You need to score an advantage over your opponents. Think football during these times of World Cup.  A draw is not acceptable. Do not even be afraid of disrupting your own business model in your pursuit to win. Do everything to destroy it and create something new instead. If you don’t do it, others will. Cannibalization is OK.

You may not agree with every tip Bezos has to offer, but remember where he got to by using them. Of course, you should always take successful entrepreneurs’s  and  gurus’ advice with a grain of salt, for, as Malcolm Gladwell explains in his brilliant book OUTLIERS, there is always a lot more to success than meets the eye. A set of special conditions not available to all is always present in the these Cinderella’s stories of ash to riches, so look out for them.

What is your formula for success? Please share it with us (if we are not competing with you).

NOTE: If you are interested in TEACHING ENGLISH WITH ART, you might want to check out our successful series of eBooks available from AMAZON.COM (KINDLE STORE). Just click here: http://wp.me/p4gEKJ-1lS

Teaching English with art

Teaching English with art

Au revoir

Jorge Sette

How can content marketing help your business?

Posted on by under aprenda inglês, Aprender inglês, Aprender línguas estrangeiras, Aprender português, Career advice, content marketing, marketing, sales, sales training

Content marketing is a digital strategy that consists of creating and publishing a range of alluring pieces of content and distributing them freely on the Internet to get the participation of your target audience in a conversation with you. Its objective is multidimensional: to entice your clients and goad them into interacting with you (maybe by signing up to a newsletter or blog); to build your image as a thought leader, that is, to get them to trust you as a genuine expert and problem-solver in your industry; to bring your audience closer and closer to you by raising their interest and engagement; and to finally do business with them.

These steps are generally referred to as the sales funnel: leading a number of people through progressive stages towards your business goal, which is hopefully a sell that represents a win-win situation for both parties involved. Content marketing is a form of inbound marketing, therefore, which means that, instead of interrupting your prospect through broadcasting, you start a conversation using a topic they like to talk about, and then attract them to you for more content that will hopefully inform, entertain or teach them something useful. The best metaphor is meeting guests at a cocktail party and then inviting them to a more serious conversation in your office at a later date.

 

Image-The Luncheon of the Boating Party by Renoir, Pierre-Auguste1

The Luncheon of the Boating Party by Renoir, Pierre-Auguste

 

Most of the readers of this blog are in the language business. They are either school owners and teachers, or publishers and consultants. You are, therefore, in the best position to exercise this form of strategy we call content marketing, as you deal with language itself:  a vehicle to convey and discuss all forms of different content, as long as they are of interest to your audience. We are all working more and more towards niches, the market is fragmented and we are all discussing how to best make use of the so-called long tail, reaching very specific audiences by catering to their needs.

Another interesting characteristic of these times is that the lines between sales, marketing and customer service are blurring, as most businesses are directing their customers towards the internet for promotion, sales and help. Salespeople and Customer Service professionals are becoming high-level consultants, and it will soon become a privilege for a client to receive a real salesperson at their office to do business with.

So, in all departments of our companies, we should be producing digital content to communicate with the clients about our respective areas of expertise and skills. How do you produce content that can be used to build a relationship with your audience, solidify your position as a thought leader, gain their trust and finally SELL your goods and services to them?

I will outline a number of steps that will help you get started:

Define your buying persona: who is your typical client? How old is she?  Where does she work? What kind of content would she be interested in?  How does she use the Internet? Remember: the tendency is to sell to a niche, so try creating a realistic persona for each specific niche you want to reach.

Decide where you targeting audience is: this question was partially answered in the definition of your buying persona, but now let’s dig deeper. What is the best social media channel to find the people you are trying to sell to? This will be best done through testing and measuring. It will be hard to know beforehand what channels will provide the most response, conversion and sales rates, as the clients go down the sales funnel we mentioned before.  Start with the major ones: Facebook, LinkedIn, Pinterest and Instagram. Then follow the metrics and start refining your strategy.

Create a content strategy and a calendar: breakdown your content output in the following way: 40% of it should be general interest content loosely linked to the product or service you sell. If you are a language school, for example, write or post images about interesting places, different cultures, national festivals, etc. Then the next 30% of  your content should be directly connected to your product or service, although you are not selling it in a hard way yet (still using the example of a language school: give tips on learning strategies, good books to read, meaning of slang used in TV shows and films, interesting facts and figures about languages, quizzes, etc). Another 20% should consist of direct offers to sign up to specific communications, take advantage of promotions, give away coupons, etc., aimed at those who are already at the stage of making a firmer commitment to you. Finally, get your customer service team to use the remaining 10% to help your customer deal with post-sales problems and issues, by harnessing a frequently asked question page or producing how-to videos.

Assign different people in your marketing, sales and customer service teams to produce the content they can: ask your team what skills they have and what kind of content they would feel comfortable producing. Are they good writers? Do they make videos in their spare time? Are they weekend photographers? Illustrators? Would they like to use their beautiful voices to read a scripted podcast? Of course, if you are lucky, you may count on a professional design department, but these are becoming harder to budget for. Fortunately, the apps available on the Internet are making this facet of the job accessible to many of us who lack sophisticated designer skills. Everybody should be expected to contribute.

Measure, measure, measure: and adapt your content strategy accordingly. Don’t obsess about absolute metrics in your measuring process, as different platforms will give you different figures for a number of reasons: focus on trends over time and try to improve your KPIs (key performance indicators, as discussed and approved by your senior management) over time.

There is a lot more to say about content marketing. We will continue the conversation in future posts. For now, please share your ideas and comments with us in the blog.

Au revoir

Jorge Sette.

 

 

Is Marketing Art?

Posted on by under aprenda inglês, art, Arte, marketing, Writing

According to the site http://www.oxforddictionaries.com, Art is “the expression or application of human creative skill and imagination, typically in a visual form such as painting or sculpture, producing works to be appreciated primarily for their beauty or emotional power”. Marketing, on the other hand, is responding to people’s needs and desires with a unique offer that will sweep them off their feet. Is it only me or is there a parallel here? How is marketing close to art? Let me give you four reasons.

The KThe King's Sadness, Matisse.1952

The King’s Sadness, Matisse.1952

1. Visual:  today’s promotion relies on images more than anything else. Text is powerful, but images are processed much faster by the human brain. So to grab the client’s attention and really engage with them at the deep level marketers need to do to break through the clutter, only compelling images and the right combination of colors and shapes will do the job. The marketing tools for reaching the client today are basically what can be channeled through social media, and social media is mainly about visual communication: Instagram, Pinterest, Facebook, Twitter and LinkedIn, to name just the most popular. It may not be long before Pinterest Search, for example, beats Google, as sometimes you might not even know how to express in words what you are looking for. SEO and keywords will need to readapt to the new reality.

2. Design: Both the product and its promotion will rely heavily on design. Shape, colors, texture, coordination: products need to look and feel awesome, especially if they are to be worn by clients. Very soon fashion trends will dictate how wearables are supposed to look for the right season, I would imagine. Marketers should be ready for the catwalk. Dazzling is what we are all looking for.

3. Emotions: it’s hard to explain how some paintings and sculptures resonate so deeply with us. They just strike the right chord. Human beings will prioritize and choose based on emotion and then rationalize their choices. Marketers need to work based on this premise. Just like artists, their communication must draw people to them. Marketers need to churn out compelling content that will get customers to come for more again and again.

4. Skill: good art may seem spontaneous and natural, but I’m sure you know the amount of technique that needs to be put into it. You can only break academic norms and achieve effective and revolutionary results in Art after understanding deeply how the traditional rules work. In the same way, marketers need a lot of training to get to the top of their craft. And they need to test and measure the effectiveness of their communication endlessly to be able to keep refining it. Again, all this science is art.

As a marketer, it feels very exciting to know that more art and technique will be expected from me in the near future. Creativity and craft make us even more human, which, in a way, allows us to communicate with customers in a truly genuine voice.

NOTE: If you are into art, you may consider checking out our eBook series TEACHING ENGLISH WITH ART:

Click on the links below to go to AMAZON.COM and buy your ebooks:

1. Teaching English with Art: Matisse  http://wp.me/p4gEKJ-1kP

 (30 speaking and writing activities based on famous works by Henri Matisse)

2. Teaching English with Art: Picasso  http://wp.me/p4gEKJ-1lA

(30 speaking and writing activities based on famous works by Pablo Picasso)

3. Teaching English with Art: Caravaggio  http://wp.me/p4gEKJ-1mL

(30 speaking and writing activities based on famous works by Caravaggio)

Au revoir

Jorge Sette

Exciting times to be a marketer: you are in show business!

Posted on by under aprenda inglês, Aprender inglês, Aprender línguas estrangeiras, Aprender português, art, Career advice, marketing, storytelling, Writing

You may have heard this before: everyone is in marketing nowadays. To make a living, you need to promote and sell something: your image as an ideal employee; your qualifications as the perfect fit for an advertised professional position; the product or service the company you already work for specializes in; or your own business. Everything is a brand, from products and ideas to people and causes. Non-profits, as you know, need as much promotion as any other business.

Moreover, marketing has changed radically in the last ten years or so. It has become a lot more exciting. As a marketer, you are not allowed to interrupt your audience with a loud selling message or by yelling a silly slogan at them any longer. You may even try, but it will not be very effective. Now things got a lot more complex, genuine, interactive, and, I dare say, even more artistic. Marketing needs to excel at beauty, creativity, usefulness, and the ability to keep a conversation going with the customer for as long as necessary. After all, we are aiming to keep them for life.

Content marketing

As a consequence, we all need to turn our marketing departments into media companies or publishers to be able to promote effectively in this new landscape: whether your are selling language learning courses,  ebooks or cars. Gone are the days of the proverbial pushy second-hand car salesmen we still see in movies. To turn our marketing team into a media company, we must become content creation machines, spilling out entertainment, compelling stories, clear explanations and timely info about your product or service to build a loyal audience on and off line. Only then are we allowed to sell to this community we worked so hard to attract and shape. Build the community first, gain its trust, give away lots of free and relevant content, and afterwards, you will own the right to offer them your “purple cow” (borrowing the expression from marketing guru Seth Godin): the very compelling product they can’t wait to buy from you.

Take for example the need to create a personality and specify the values your brand stands for. Storytelling is the keyword here. Every time you get in touch with your audience you have an opportunity to add a new piece of your corporate narrative by reinforcing the values and personality of your brand. This must be done through different social media channels, using the right tone of voice. Companies that invest in marketing will assign different people to manage distinct social media channels and the kind of content feeding they require. Besides, they need a marketing coordinator/manager to oversee the whole operation, analyze the metrics,  and make sure the conversation with the client remains consistent.

Marketing in the business of language learning – my speciality

What I find really exciting as a marketer in the language learning line of business is how easy it is to produce content that will captivate your target audience, turning them into leads and then customers. If you sell LANGUAGE, which is a vehicle, you have a lot more elbow room to play with content. Language can be used to talk about anything. So there can be a lot of variety in your communication. And what can be more exhilarating than the possibility of creating blogs, podcasts, videos, PowerPoint presentations, ebooks, webinars, etc. to express your passion for language teaching/learning through a wealth of rich content?  Marketers are given a unique chance to become writers, video makers, newsreaders and designers: we’ve been given the opportunity to be in show business after all! Few people would turn this opportunity down.

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Show business

 

Start now!

Of course, you may not feel excited about every piece of content you will have to create to attract customers, especially because it needs to cater for the community’s needs and interests, not yours. The more you get to know your prospects, the easier it will be to publish the right kind of content for them. But assuming  you like or identify with the product your are selling, there will always be room to express your passion.

Hubspot, the inbound marketing software company, is the benchmark  for content creation, attracting clients to their community by giving tonnes of excellent content away for free. Well, there is obviously no need to get to their level of sophistication and productivity, but if you do not start creating compelling content right now, you will not be in business for very long. Believe me, creating content is key. And it can be a lot of fun.

Au revoir

Jorge Sette

Storytelling with Norman Rockwell

Posted on by under aprenda inglês, Aprender inglês, art, Arte, Ensinar com Arte, Escrita, Literatura, Mythology, storytelling, teaching with art, Writing

Storytelling with Norman Rockwell

Click on the picture to access the SlideShare presentation.

Note: you might want to check out our new book TEACHING ENGLISH WITH ART: MATISSE   available  from AMAZON.COM as an ebook.  Click here for more info: 

http://wp.me/p4gEKJ-1kP